Using Social Media to Strengthen Donor Relationships

Takeaways From Today
• Why you need to incorporate social media in your
donor cultivation plans;
• Examples from nonprofits that are using social
media effectively;
• Simple ways to use social media to connect with
stakeholders, donors and community supporters.
#4GLearn @JuliaCSocial

The Bad News…
• Donor retention is at an ALL TIME low.
• 70% of all donors that nonprofits recruit into giving a
gift never donate again to that organization!
– Resource: AFP

The Reality
We are dealing with 5 distinct generations of donors
• Generation Z (Born 2001–Present, Currently Ages 13 and
Younger)
• Millennials (Born 1980–2000, Currently Ages 14–34)
• Generation X (Born 1965–1979, Currently Ages 35–49)
• Baby Boomers (Born 1946 –1964, Currently Ages 50–68)
• Silent Generation (Born 1925–1945, Currently Age 69
and Older)
– Resource: Nonprofit Tech for Good http://www.nptechforgood.com/2014/03/25/how-to-
engage-5-generations-of-donors-and-supporters/

MYTH: Older Donors Are Not Online
• Boomers spend 19 hours a
week online.
• 71% use a social networking
site daily with Facebook
being the most popular.
• 36% of boomers ages 50 and
over own a smartphone, and
32% own a tablet.
– Resources: Nonprofit Tech for Good
http://www.nptechforgood.com/2014/03/25/how-to-
engage-5-generations-of-donors-and-supporters/
– Pew Internet http://www.pewinternet.org/fact-
sheets/social-networking-fact-sheet/
73% of online adults
use at least one social
networking site daily!

Your donors ages 74+ are
the fastest-growing
demographic on social
networks.

The Good News…
• (Spring 2014) 98% of charities and nonprofits
surveyed are using at least one form of social media.
• 97% using YouTube, 92% Facebook, 86% Twitter and
72% Pinterest.
• 81% said “raising awareness” is the main objective.
– Source: http://www.emarketer.com/Article.aspx?R=1010946

The Good News…
• More than 7 in 10 US charity
and nonprofit social media
administrators found the
channels useful for raising
money!
• 1/3 of charities said it was
VERY USEFUL for
fundraising!
• Just 11% said it wasn’t useful
for fundraising.
– Source: http://www.umassd.edu/cmr/

The Reality

1) Bring donors into the kitchen.

Get your ED on Twitter!
https://twitter.com/UdiACLU
http://instagram.com/aclunj
Uses social media to
answer questions and
comment on issues in
the news.
Follow:
https://twitter.com/fa
rra/social-
eds/members

Transparent Leadership

ANOTHER thing to do?!
“The solution is to stop looking at social media as
another platform you have to learn—yet another
responsibility—and start seeing it for what it can
be instead: a personal toolbox for improving your
practice of leadership.”
-- Alexandra Samuel, WSJ “Better Leadership Through
Social Media”
http://online.wsj.com/news/articles/SB100014240529702
03753704577255531558650636?mg=reno64-wsj

Showcase staff & interns

Involve volunteers

Use video!
UNICEF USA – getting ready for Trick-or-Treat
http://instagram.com/p/a8n0JVRNwE/
Behind-the-scenes of law-making
https://vine.co/v/hB2n7uz7tLE
Protests as they happen
https://vine.co/v/b3TXLtA1uUw
National Geographic photographer’s backpack
http://instagram.com/p/a_MreqIVVp/
SF MOMA – Sneak Peek
http://instagram.com/p/azBsW8qdaO

Nonprofit Example of Excellence
"We’re using social media to show success—how we
are training women to sew in Uganda, or how we
are building a water filter plant in Cambodia.
Our overall messaging is, stop the pity and be a
champion.”
-- Bart Skorupa, Executive Director, Groundwork
Opportunities
https://www.facebook.com/goworks

2) Acknowledge and thank.
RINSE and REPEAT!
• Always be
thinking of NEW
ways you can
thank donors
publicly, using
social media.
• No strings
attached!

Use free/low cost graphics tools!
Canva
PicMonkey
Etc.

Be creative
Diabetes UK – thank you!
https://vine.co/v/b5tnVIVjt2M
Children’s Hospital Colorado Foundation – thank you!
https://www.youtube.com/watch?v=dKoFwy9Ex3U
charity: water turns five years old, we want to thank you
https://www.youtube.com/watch?v=eCSvXMTe1oY
Great infographic – 6 ways to say THANK YOU on social
media:
http://www.pinterest.com/pin/514536326148011483/

Nonprofit Example of Excellence
"We used Twitter as a way to thank volunteers and
people who donated to our cause.
Anytime we can engage with people who touch us, we
do.”
-- Rev. Jeff Putthoff, Executive Director, Hopeworks ‘N
Camden
https://twitter.com/hopeworkscamden

3) Show the impact.
• Always show donors where
their money is going.
• Make them smile when they
see the results their gift
helped achieve.
• https://www.facebook.com/
BostonChildrensHospital

Make them smile!
Heal the Bay – why we do this work
http://instagram.com/p/a3e7XApAzZ/
charity:water – why we do this work
http://instagram.com/p/aye_2mGhNa/
Humane Society of New York – Parker the Cat
https://vine.co/v/bJ97ejgP1re
SCOTUS Gay Marriage Reactions
http://www.slate.com/articles/news_and_politics/politics/
2013/06/send_us_your_scotus_gay_marriage_photo_an
d_video_reactions_with_the_hashtag.html

Make them think!
Greenpeace USA – Sharing knowledge
https://vine.co/v/bLqO5YDFwIW
Oxfam American – sexual violence in the Congo
https://www.youtube.com/watch?v=5gnXe1jtmYA#t=29
Planned Parenthood Action – breaking news
https://www.facebook.com/PlannedParenthoodAction

Stay top of mind.
Be where they are.
That means:
• Facebook News
Feed.
• Twitter feed.
• Instagram
stream.

4) Host an online event.
• G+ Hangouts – up to 10 people/accounts
• Google Hangouts-On Air – unlimited
– Record the Hangout-On Air
– Publish on website and social media channels)

Google Hangouts
• Ghetto Film School in South Bronx – Online MasterClass
series, connects great directors with aspiring filmmakers
from around the world
• The Dalai Lama Fellows in San Francisco – Peer-to-peer
calls with fellows.
• It Gets Better Project – Connect with donors and
fundraisers.
– Resource: http://philanthropy.com/article/How-Nonprofits-Are-
Using/145129/

Tweet Chats
• Can host them monthly (a lot of work) or during
specific campaigns
• Ask the ED or Board Chair questions.
• Let donors know about Tweet Chats on issues that
matter to them – even if you don’t run it!
• #PovertyChat
• #HealthChat

Notes - Planning and Promotion
• Make sure technology is WORKING.
• Promotion beforehand.
• Follow up afterwards.
Helpful articles:
HOW TO: Host a Tweet Chat for Your Nonprofit:
http://www.nptechforgood.com/2014/03/09/how-to-
host-a-tweet-chat-for-your-nonprofit/
7 Ways for Nonprofits to Make the Most of Google
Hangout: http://www.nten.org/articles/2013/7-ways-for-
nonprofits-to-make-the-most-of-google-hangout

Ask your donors!
• What kind of online event
would interest them?
• Would they invite
friends, colleagues?
• Would they like to be
direclty involved?

My Two Cents
You need to change the
culture - completely.
Start thinking visually and
start thinking in
“micro-content” terms.
Stop with the excuses.
You have interesting
visuals even if you
can’t show picture of
cute animals and kids –
that’s a cop out.

My Two Cents
Think of using social media
as showing the world
what you do and why
you do it, in a
compelling, interesting
and easy-to-share way!
Your nonprofit’s mission
and impact are worth
sharing if you get a little
creative.

Resources
JCSocialMarketing.com
JohnHaydon.com
BethKanter.org
NPTechForGood.com

Free E-Book
http://jcsocialmarketing.
com/resources/ultimate
-guide-social-media-
graphics/

Questions?
Twitter: @JuliaCSocial
Facebook:
www.facebook.com/
jcsocialmarketing
Email:
julia@jcsocialmarketing.
com

Using Social Media to Strengthen Donor Relationships

Using Social Media to Strengthen Donor Relationships

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